IMP create new ad-funded video magazine for mobile
IMP Media has developed and launched a new ad-funded video entertainment service for Orange that is offered free of charge to users of the operator's mobile portal Orange World. ZAP! features a range of entertaining and topical video content from broadcasters such as ITV, Sky, the BBC and ITN with no charge to consumers for browsing the service on Orange World and downloading or streaming the clips.IMP has designed the service to encourage repeat daily viewing with a great magazine-style snacking selection of celebrity gossip, lifestyle, comedy, TV, cartoons, news and entertainment clips.Adverts are placed before and after each video clips, and advertisers can target their campaigns based on viewer demographics.IMP's video management platform dynamically stitches together the targeted ads and the viewer's selected clip in real-time and serves the combined video as a download or stream depending on whether the viewer has 3G coverage. The same ad will play only a set number of times for each individual customer.The editorial production team at IMP work with the content providers to ensure there is a compelling mix of video entertainment that is lively and topical and that changes to reflect the time of day. The content range will evolve in response to viewer's behaviour and feedback.Advertising is targeted and stitched in real time to the video content using IMP's ad matching solution, which can integrate campaign material from multiple in-house or third party agency sales teams.Steve Wallage, Head of Partnerships Services, Orange UK, said: "It's fantastic to be able to offer our customers video entertainment for free, while offering advertisers a unique opportunity to interact with a captive audience. Orange has already seen success in ad-funded trials, and offering video services to our entire customer base is quite a step."Mark Hird, director, IMP Media, said: "In developing ZAP! we have created an upbeat and engaging experience that is designed to encourage repeat daily usage and deliver for Orange a valuable and highly targetable audience".